More and more, cats and dogs get the human treatment. There are pet spas, pet therapists, pet clothes. And as it goes in life, so it now goes in the twilight. The latest phenomenon: pet hospice.

Around the country, a growing number of veterinarians are offering hospice care, and marketing it as a way to give cats and dogs — and their owners — a less anxious, more comfortable passing.

The approach, in the spirit of the human variety, entails ceasing aggressive medical treatment and giving pain and even anti-anxiety drugs. Unlike in hospice care for humans, euthanasia is an option — and in fact, is a big part of this end-of-life turn. When it's time, the vet performs it in the living room, bedroom or wherever the family feels comfortable.

That's a big part of the job, the vets say, relieving pet owner guilt, giving them an emotional bridge to a pet's death, and letting them grieve at home — rather than in a clinic or animal shelter. The intimacy carries a premium, sometimes costing 25 percent or more than euthanasia in a clinic. Vets, and their customers, say it can be worth it.

"They're in their own environment, not only the pet but the owners," said Mary Gardner, veterinarian and co-founder of Lap of Love, a Florida-based company that is one of the leaders in a small but growing market.

A hospice or euthanasia visit from Lap of Love generally costs $200 or $250, including drugs. Some pet owners say costs are irrelevant given the peace of mind — their own.